ABSTRACT
This study aims to determine the effect of the servicescape of Tasik Halal Culinary Festival on the image of Tasikmalaya City. This research is a descriptive quantitative study involving the visitors of the Tasik Halal Culinary Festival as the respondents. The data were collected through interviews, observations, questionnaires, and literature studies. The data were analyzed by simple regression where the variable (x) is servicescape and the variable (y) is the image of the City of Tasikmalaya. The data obtained were analyzed using SPSS 20.0 software. The results of this study show that t-count 8.644 > t-table 1.665 with Sig. equal to 0,000, which means that the variable of servicescape is positive and partially gives a significant effect on the image of the city of Tasikmalaya. The R-square number of 43.2% shows the influence of the free variable (servicescape) on the dependent variable (the image of Kita Tasikmalaya). This implies that the more representative the concept of halal servicescape in a culinary festival, the better the image of the city will be built.
